衝突機制、持續競爭策略、適應能耐、投機行為與通路價值之研究-智慧型手機產業實證

The Research of Conflict Resolution, Sustained Competitive Strategy, Adaptive competence, Opportunistic behavior and Channel Value－An Empirical Investigating on Smart phone Industry

張誠英(Cheng-Ying Chang)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工商管理研究所/博士(2011年)

https://doi.org/10.6841/NTUT.2011.00715

摘要

在現今行銷通路管理市場競爭中，通路成員之間若能適當的展現通路衝突機制，及運用持續競爭策略，降低投機行為，將能建立有價值的通路關係。雖然許多研究論及通路衝突管理，卻很少以進化論之適應能耐為觀點而探究通路關係。因此本研究是要探討通路成員間之衝突機制、持續競爭策略、適應能耐、投機行為對於通路價值的關係，並建構一研究行銷通路關係的理論架構；並以台灣大台北地區智慧型手機之經銷商為研究對象，採用問卷調查法進行資料收集，共取得有效回收問卷524份，90.03%有效回收率，再利用結構方程式進行資料分析，來驗証其關係。
研究發現：夥伴式、自利式通路衝突機制，及運用持續競爭策略均可藉提高通路夥伴適應能耐，而直接增進通路價值；並且夥伴式、自利式通路衝突機制，及運用持續競爭策略亦均可藉提高通路夥伴適應能耐而降低投機行為再增進通路價值；研究更進一步指出夥伴式通路衝突機制卻無法降低投機行為，而自利式通路衝突機制及運用持續競爭策略可直接降低投機行為提升通路價值。因此本研究亦建議適應能耐為一個中介構念，可抑抵投機行為，並强化通路價值。

關鍵字

衝突機制 ； 持續競爭策略 ； 適應能耐 ； 投機行為 ； 通路價值

並列摘要

In the highly competitive business environment today, how to adopt the best conflict resolution and keep sustained competitive strategy height in the channel, so as to reduce opportunic behavior and increase the channel value. Although many studies have addressed channel resolution, but rarely is the adaptive competence in the theory of evolution used as the point of view for exploring the channel relationship.Therefore, this study was to investigate the relationship among the conflict resolution between channel members, sustainable competitive strategy, adaptive competence, opportunistic behavior, and channel value, in order to construct a theoretical framework of marketing channel relationships. Also, using smart phone dealers in Taiwan Taipei area as the target of study with the technique of questionnaires for collecting data, we obtain a total of 524 valid questionnaires and 90.03% effective rate. Afterwards, structural equation model (SEM) was employed as an analysis tool to investigate the relationship among constructs. Study discovers that both partner type and self-interest type conflict resolution, and the use of sustained competitive strategy can all increase the channel value directly through raising the adaptive competence of channel partners. Moreover, partnership-based and self-interest channel conflict resolution, and the use of sustained competitive strategy can, too, decrease opportunistic behavior with further improvement of channel value by improving the adaptive competence of channel partners. The study further points out that the partnership- based conflict resolution, however, could not lower the opportunistic behavior. On the other hand, self-interest conflict resolution is able to reduce the opportunistic behavior directly to expand its channel value. Therefore, this study suggests that adaptive competence is a mediating variable as well, being able to suppress opportunistic behavior and strengthen the channel value.

並列關鍵字

conflict resolution ； sustained competitive strategy ； adaptive competence ； opportunistic behaviour ； channel value

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